1. 6. Marketing Tools: Electronic and Multimedia

2. E-Mail Tools  Templates  Spam filters  Click-through rates  Surveys  Archiving  you@yourname.com Page 76

3. Podcasts and Vodcasts  Recorded audio or video file  Distributed via Internet in MP3 file format  Listeners can subscribe, download to player or computer  Really Simple Syndication (RSS) notifies subscribers of new posts Pages 77-78

4. Photography >Buyers expect to see photos >Remind buyers >New home album >Change-of-address cards >Store, edit, share at  Flickr  YouTube  Photobucket >Link to your sites Page 79

5. Video  Sells services with sight, sound, and emotion  Carry a compact video camera with you so you’re always prepared to capture a marketing video Page 79

6. Smart Phones  Business on the go  Check e-mail  Make calls  Schedule appointments  Browse the Internet  Your customers and clients use smart phones “There’s an app for that!” Page 80

7. Web Presence o Overall look and functionality of site, pages, links, features, content o Brand image o Usability o Search engine optimization Intuitive  User Friendly  Updated  Valid Links Page 81

8. Web Sites: Best Practices  Lots of photos  Searchable listings  Updated links  Readable typeface  Customer-centric content  Valuable information  Simplicity  Organization  Consistent look  Short, snappy copy Page 82

9. Web Sites: Best Practices Memorable domain name Intuitive for viewer 3 clicks or less MLS tools Refresh content and links No pushing Keep it simple Provide choices for making contact Promote your site Everywhere Ask trusted sources for feedback Page 83

10. Asking for Input Page 83

11. Tracking Web Traffic  Web analytic tools  Number of visits  Number of pages viewed per visit  Average time spent on site  Sources of traffic  Percentage of conversions Page 84

12. Search Engine Optimization >Design & redesign sites for search engine priority >Your site should come up at top of Web searches >Optimizers analyze:  Design & navigation  Key word searches  Content  Back links Page 85

13. Exercise: Key Words >Top 20 words you would like to “own” >If someone searched using these terms, your Web site will appear at the top Page 86

14. Pay Per Click  Traffic auction  Bid on words, phrases, terms, contexts  Can vary bid for different rankings  Google AdWords  Yahoo! Search Marketing  Microsoft adCenter Page 86

15. Aggregator Sites >Consumers can view many listings from a variety of sources >Brokers receive leads (unqualified) >Expands marketing reach >REALTOR.COM is the largest >Web tools –create one classified ad, post on multiple sites Pages 86-87